my UX vision
UX is a complex, multi-step process. In my "perfect world" it flows from research, through synthesise of ideas, crafting a design, selling it to the business, testing it with customers, collaborating to make it happen - and then go around again in a cycle of continuous improvement. (Download PDF).
user experience + service design
The notes from a conference talk I gave, captured by a colleague below, is a nod to complexity of the subject. From how to craft a compelling call to action, to how to drive digital transformation through a complex organisation. It is easy to get wrapped up in the complexity. Ordering, categorising, simplifying is essential. Hence the world of post-it notes.
The creating complex end-to-end user journeys is a collaborative affair. I am not the 'universal user' (nor are you). You cannot just make it up and see if it floats. It is essential to challenge design concepts, and to test prototypes with your target customers (that's my portable test kit below).
I find it helpful to think of the process as a series of lens:
- Service Design: considering the full end-to-end user journey, across all channels, and its impact on business processes, skills, organisation, noting particularly the handovers between teams.
- User Experience: from worrying the small details and micro-interactions to ensuring that the overarching metaphor is clear and allows people to immediately grasp what to do, without having to think to hard.
- Conversational Design: working out what chatbots need to say in order to deliver straightforward transactions and clear simple advice to customer questions.
- Psychology: highlighting the vital importance of emotions in decision-making, the cognitive biases that can slew people's thinking, and the empathy needed to bridge the gulf between us professionals (who know why too much) and 'normal' people (who are busy with other things).
- Storytelling: as the age old way of engaging people's attention. (I like writing, public speaking, presenting and facilitating big events and training courses.
- Data Analysis: being comfortable shifting through management information and digital analytics to understand successes and also challenge the business about what does and doesn’t add value.
- Persuasion: (ethically) using the psychological techniques that promote behavioural change.
- Project Delivery: delivering the most within a fixed time-budget, using co-design, service design, Agile, and waterfall methodologies.
- Consultancy informed: finding the right methods and models to challenge, illuminate and answer the question.